Skyticket Data Breach, Onward Fan Fashion Survey & Marui 55-Brand Fair (Weekly News, Oct 9, 2026)
From the week of October 2 to October 8, 2026, we selected eight news stories covering oshikatsu (fan activities supporting a favorite idol, character, or performer) marketing and the fan business. Our top story is the personal data breach notification from the travel booking service Skyticket. To examine how personal information is managed across concert travel bookings and ticketing, we also look at related e-ticket incidents announced on September 29 and October 1.
The full edition is available on note in “Skyticket Personal Data Breach / Onward Surveys Oshikatsu Fashion / Marui Hosts 55-Brand Oshikatsu Fair (Weekly Oshikatsu News, October 9, 2026 Issue) (in Japanese).” This article introduces the highlights from this week’s coverage.
This Week’s Highlights
On October 8, Skyticket announced that it had begun notifying some of its users regarding a leak of personal information. Taken together with recent e-ticket cases, these incidents raise important questions about how services entrusted with fan data operate—from booking transportation and lodging to processing ticket refunds.
In a survey by apparel company Onward, 84.7% of respondents who had prepared or purchased clothing or accessories for oshikatsu events such as live concerts and theater performances answered that they would like to spend the same amount or more on such items in the future. Meanwhile, Yurakucho Marui announced an event centered on “at-hand oshikatsu” (displaying and accessorizing fan goods you hold or carry), bringing together a record 55 brands and more than 3,500 items. Beyond simply cheering for a favorite, companies have growing room to propose ways for fans to style themselves and the items they carry.
Collaborations between Lawson and hololive production, as well as between the restaurant chain Joyfull and Puella Magi Madoka Magica, add fan-driven reasons to visit stores during everyday shopping and dining. New mechanisms that connect a fan’s desire to visit a venue with concrete action—such as a partnership between the Hokkaido Nippon-Ham Fighters’ ball-park operator and a travel booking service—also emerged this week.
Protecting Fan Information Across Travel Bookings and E-Tickets
Skyticket — Notifying Users of a Personal Data Breach, Alongside Recent E-Ticket Cases
Adventure Inc., which operates the travel reservation service Skyticket, announced that starting around 7:00 p.m. on October 8, it began notifying certain users about a personal data leak caused by unauthorized access. The company is instructing affected users to take steps such as changing their passwords and is asking them to complete procedures directly through the official website or app rather than clicking links inside emails. In its October 8 announcement, Adventure stated that further details would be published on or after October 9.
As related cases in the ticketing space, e+ (eplus) announced on September 29 that 1,463 records of Suma-Ticket (smart ticket) refund information had been leaked. Depending on the refund method, the exposed data included bank account details and home addresses, though credit card information and passwords were not affected. Additionally, Tixplus (Ticket Plus) announced on October 1 that the personal information of up to 107 people may have been displayed to other users. That issue was caused by a configuration change made in response to heavy traffic and has already been fixed. Both of these ticketing announcements were made prior to this week, and there is no confirmation that they share causes or affected data types with the Skyticket incident.
- e+ Suma-Ticket Refund Data Leak Announcement1,463 refund records affected, including bank accounts or addresses depending on refund method; credit cards and passwords excluded.
- Tixplus Display Issue AnnouncementInformation for up to 107 users may have been shown to other users due to a traffic-response setting change; already fixed.
- Skyticket Unauthorized Access NotificationAdventure began notifying some users around 7:00 p.m. and advised changing passwords via the official site or app, with details to follow from October 9 onward.
Source: The Oshi Lab’s summary of the article
Sources: Adventure Official Announcement (October 8) (in Japanese) / e+ Official Announcement (September 29) (in Japanese) / Tixplus Official Announcement (October 1) (in Japanese)
The Oshi Lab Note: Fans book travel expeditions (ensei), purchase tickets, and receive refunds when events are canceled. Along the way, they entrust their personal information to multiple services. When companies select reservation or sales platforms, it is worth evaluating not only convenience, but also where data is stored, how operational or configuration changes are verified, and how users are guided when trouble occurs.
Retail Spaces Expand for Event-Day Outfits and Personal Merch Accessories
Onward — 84.7% Intend to Maintain or Increase Spending on Oshikatsu Fashion
On October 6, Onward announced the findings of a survey on oshikatsu fashion. The survey was conducted from July 23 to July 27 among men and women aged 20 to 59 nationwide. Out of 476 total respondents, 321 people had experience preparing or purchasing clothing or accessories for oshikatsu events such as concerts or theater shows. Among those 321 people, 60.1% said they want to keep spending about the same amount on such clothing and accessories in the future, and 24.6% said they want to increase their spending—a combined 84.7%.
- 321 / 476
- Respondents aged 20–59 who have prepared or bought outfits or accessories for oshikatsu events
- 60.1%
- Experienced buyers who plan to maintain their current level of spending
- 24.6%
- Experienced buyers who plan to increase their spending
- 84.7%
- Combined share intending to maintain or increase oshikatsu fashion spending
Source: The Oshi Lab’s summary of the article
Source: Onward “Questionnaire Survey on Oshikatsu Fashion” (in Japanese)
The Oshi Lab Note: These figures should be read with the respondent demographics and survey period in mind. Because the survey also indicates that many fans set aside money for oshikatsu by cutting back elsewhere, companies will likely need to offer not just high-priced items, but also price ranges that let shoppers choose according to their budget and versatile pieces that can be worn in everyday life.
Yurakucho Marui — Hosting Its First 55-Brand, 3,500+ Item Oshikatsu Fair
On October 2, Yurakucho Marui announced that it will hold “#TemotoNoOshikatsuMatsuri 26’ Autumn” (At-Hand Oshikatsu Festival ‘26 Autumn) for the first time from October 17 to October 25 in its 8th-floor event space. Bringing together a record 55 brands and more than 3,500 items, the event will sell plushie outfits (nuifuku), trading card cases, rosettes, and similar accessories. Participating vendors will rotate between the first and second halves of the event, and admission from store opening until 3:00 p.m. on the first day of each half will require numbered entry tickets.
Source: Marui Group Announcement of “#TemotoNoOshikatsuMatsuri 26’ Autumn” (in Japanese)
The Oshi Lab Note: Items designed to decorate, dress up, and carry official merchandise are now enough to form an entire department store event on their own. Providing a physical venue where shoppers can compare products from smaller independent brands in person fits naturally with the role of commercial facilities. Clearly communicating which dates each brand is exhibiting and what admission rules apply is key to supporting a smooth store visit.
Sanrio — A Ribbon Collection for Decorating Favorite Photos and Plushies
On October 7, Sanrio unveiled the “Enjoy Idol Series Colorful Ribbon Collection,” scheduled to go on sale October 16. The lineup includes seven varieties of card holders priced at 1,650 yen each (tax included) and five varieties of plushie costumes priced at 1,793 yen each (tax included). Fan (uchiwa) cases and secret ID photo holders are also available, letting fans incorporate their favorite’s signature color (oshi-iro) and Sanrio characters to dress up the merchandise they already own.
Source: Sanrio “Enjoy Idol Series Colorful Ribbon Collection” (in Japanese)
The Oshi Lab Note: This product lineup allows fans of Sanrio characters to use those characters while cheering for another favorite idol or character as well. Features like rigid protective sheets for cards combine visual appeal with practical protection. On the sales floor, showing usage examples and compatible dimensions helps ensure that shoppers can easily use the items after purchase.
Convenience Stores and Restaurants Add Fan Touchpoints to Everyday Visits
Lawson — Combining hololive Purchase Bonuses with Pre-Order Merchandise
Starting October 13, Lawson will run a collaboration campaign with the VTuber agency hololive production. Shoppers who buy three eligible snack items receive one clear file folder, and those who buy one eligible drink receive one charm, with six designs available for each bonus. Distribution runs through October 26 or while supplies last. Pre-order sales of original merchandise featuring newly drawn illustrations and special store decorations in Shibuya are also planned.
Source: Lawson “hololive production” Campaign (in Japanese)
The Oshi Lab Note: This campaign combines casual bonuses earned through everyday snack and drink purchases with made-to-order merchandise that fans can reserve deliberately. Offering multiple ways to participate allows fans to enjoy the campaign according to their budget. Clearly communicating store-level stock limits, eligible products, and exact start times is essential so fans can participate with peace of mind.
Joyfull — Creating Dining Excitement with Limited App Stamps and Newly Illustrated Goods
From 3:00 p.m. on October 6 to 3:00 p.m. on November 10, the family restaurant chain Joyfull is holding a digital collaboration with Puella Magi Madoka Magica the Movie -Walpurgisnacht: Rising- (Gekijoban Maho Shojo Madoka Magica: Walpurgis no Kaiten). Using newly drawn illustrations of six characters dressed in restaurant-uniform-inspired outfits, the campaign also switches the official app’s store-visit stamps to limited-edition designs. A six-piece acrylic stand set is available for pre-order at 4,950 yen (tax included), limited to 1,500 sets, with delivery scheduled for January 2027. Gourmet Watch reported on the campaign on October 3.
Sources: Joyfull Official Campaign Notice (in Japanese) / Gourmet Watch (October 3) (in Japanese)
The Oshi Lab Note: The campaign links the anime’s characters directly to the chain’s uniforms and menu. Digital visit stamps create an entry point for fans to participate even when they do not purchase limited-edition merchandise. Because pre-order sales involve a gap between ordering and receiving the items in January 2027, clear guidance in the app and at restaurants will likely shape overall customer satisfaction.
Trade Shows and Travel Booking Platforms Make It Easier for Fans to Take Action
Japan Oshikatsu Awards — Introducing Supporting Companies’ Products at Its Inaugural Ceremony
The award ceremony for the “1st Japan Oshikatsu Awards 2026” (Dai-1-kai Nihon Oshikatsu Taisho 2026) was held on October 7 at Tokyo Big Sight. According to an October 8 report by ASCII.jp, inaugural winners included Kento Nakajima, AKB48, Shoko Nakagawa, Kizuna AI, and Pompompurin. At the venue, products from companies involved in supporting oshikatsu were also presented as supplementary prizes.
Source: ASCII.jp “1st Japan Oshikatsu Awards 2026” Award Ceremony Report (in Japanese)
The Oshi Lab Note: Through the buzz of an award ceremony, events like this create an opportunity for people to discover the tools and services that support fan activities behind the scenes. While it serves as a venue for companies to build awareness, generating publicity and actually having fans choose a product need to be evaluated separately. It will be worth watching follow-up initiatives and fan reactions after the awards.
Fighters Sports & Entertainment — Capital and Business Alliance with an AI Travel Booking Service
On October 8, Fighters Sports & Entertainment announced a capital and business alliance with Takanawa Travel, which operates the AI-powered travel platform “TripToJapan.com.” The agreement is dated October 5. Inbound international visitors to Hokkaido Ballpark F Village exceeded approximately 36,000 people in 2025, roughly double the previous year’s figure. Through the partnership, the company aims to incorporate F Village as a destination right from the initial travel-planning stage covering lodging, transportation, and local experiences.
Source: Hokkaido Nippon-Ham Fighters “Capital and Business Alliance with Takanawa Travel” (in Japanese)
The Oshi Lab Note: This initiative connects a fan’s desire to visit directly to transportation and accommodation bookings. By pairing baseball games with dining, hot springs, and other attractions, the venue can also offer compelling reasons for travel companions to join the trip. Because the alliance has only just been announced, its actual impact on visitor numbers will need to be verified through future results.
Editorial Reflections on the Week
This week prompted reflection on the responsibility of companies that hold fans’ personal information. Booking travel expeditions and handling tickets are vital steps that underpin the entire oshikatsu experience. When providing convenient digital services, operators need both secure data management that fans can trust and clear, unambiguous guidance so users know exactly how to check their status when a problem occurs.
We also saw clear demand around the time fans spend preparing their outfits and personal belongings. Onward’s survey and Yurakucho Marui’s upcoming event highlight this trend from two distinct retail angles: apparel worn on the body and accessories used to display or carry fan goods. Proposals that consider not only cuteness, but also budgets and everyday usability, are likely to make it easier for fans to choose products.
A third common thread is reducing the friction involved in participating or making reservations. Store-visit app stamps, integrated travel booking, and smartphone-friendly ordering mechanisms all help turn enthusiasm into action. Alongside measuring how much buzz a campaign generates, companies need a perspective that checks whether fans could use the system without confusion and receive their items without trouble. These developments also connect to the trends covered in last week’s issue on oshikatsu touchpoints expanding into everyday life and travel.
Weekly Oshikatsu News brings you a weekly roundup of oshikatsu and business every week. The full edition is available on note (in Japanese). You can browse past issues in the Oshikatsu × News category.
